The Aston Martin Cygnet isn’t selling as well as chairman Ulrich Bez had expected but he believes that it’s only due to a shortage in supply. This model, which is based on the Toyota IQ city car, started selling in early 2011.
Bez thinks that the waiting period from the time that the order is placed and its scheduled delivery turns people off. Bez said that Aston Martin just doesn’t have enough stock so it can’t fill all the orders right away.
Bez also pointed out that the automaker doesn’t have millions of pounds to use on advertising, according to Autocar. But he is optimistic that the opening of a Cygnet store in Park Lane, London, will have “a dramatic effect” on its visibility.
He responded to criticism that the Cygnet put a dent on the brand since it doesn’t perform like a sports car, saying that it is a luxury car that’s great for driving around the town.
He said that there’s no sense driving a Vantage when the Cygnet can be used instead. Bez announced that the electric Toyota iQ, which is slated to start selling late next year, will be transformed into a Cygnet and will be Aston Martin’s first electric car.
Set to establish a new standard for premium compact cars is the all-new Aston Martin Cygnet. In developing this luxurious city car, the carmaker relied on its time-proven expertise and experience in creating premium grand tourers, high-performance sports cars, and competitive race vehicles.
That is why it leaves little question as to how Aston Martin could produce such a premium product. Measuring just three meters long, Aston Martin Cygnet is truly a splendid city car designed for urban mobility. Because of its size, the Cygnet could easily slip into traffic breaches and into small parking spaces – situations that define freedom of mobility and speed for many drivers.
Not only that, the Cygnet offers the level of quality and comfort not usually found on small cars, without compromising fuel efficiency and carbon dioxide emissions. According to Aston Martin chief executive Ulrich Bez, Cygnet exhibits the carmaker’s commitment to innovation and integrity.
He remarked that Aston Martin does not compromise – a sports car should deliver performance without downsizing or sacrificing other elements. He noted that just like any Aston Martin vehicle, Cygnet does not compromise by delivering on the demands for space and emissions.
Aston Martin’s top honcho said that their customers are demanding for a small car possessing the right tools for urban use without compromising “intelligence, artistry and personality."
On the other hand, Aston Martin's Director of Design Marek Reichman described Cygnet as a small luxurious Aston Martin tailor fitted for the city. He added that since the Cygnet is customizable with a wide selection of colors, materials and textures, it provides owners a personalized space within the city.